Léonard has introduced a new men's cologne called Léonard Homme.
Lately, and since the successes of Dior Homme (2005) and Yves Saint Laurent L'Homme (2006), "homme" has become the best name in town for a men's scent.
See also Guerlain Homme
It's the new thing, the new in thing to do
Before you would see a "pour homme" much more typically, "for men". Now it's simply and bluntly put, Homme, and it sounds like hombre!
The more testosterone you put in the name of a perfume, the more flowers you can cram into the scent
That's the new trick
Next you will see a cologne called Sideburns smelling of muguet
The new Léonard scent offers this interesting motto: THE MAN BEHIND THE FLOWERS (not my capitals)...
It could be a reference to Léonard's textiles, to the orchid that is the emblem of the house
To the artistic director Daniel Tribouillard that was nicknamed that way
Or it could point to the floral notes used in the scent to encompass all of the above
Because usually flowers are for girls, in mainstream perfumery at least, in the modern period.
But things are changing fast for men, if they want to
A progressive man wears flowers these days
Fortunately for us there is that other useful stereotype: a real man is unafraid of his feminine side, of his flowery side
Never mind that flowers are not all just of one sex, nor have human sexes
It all re-started with the iris in Dior Homme, then the orange blossom in Jean-Paul Gaultier Fleur du Mâle
By the way, the latter smells different in France. But more on that later.
Well, I will say this: my jaw literally dropped when I smelled Fleur du Mâle in a French Sephora
But I don't want to create an international commotion
So, in principle no man wants to be caught hiding behind a flowery bush, that's in English, but Léonard thinks he is crouching there, waiting to be driven out of cover
They used the tag line for the perfume
In French, he is actually luxuriating in the middle of a mass of petals, The Man in the Middle of Flowers
It looks like French men are much readier for floral scents
Yep, that French Fleur du Mâle was something
What they say, in their own words:
"Léonard part à la conquête des hommes et dévoile sa vision du masculin. (...) Viril, élégant, et subtilement fantaisiste, l'Homme Léonard assume ce qu'il est."
"Léonard has decided to conquer men and has unveiled its vision of masculinity. (...) Virile, elegant and subtly whimsical, the Léonard man accepts who he is."
It is said to be a fresh woody scent, with dry and sensual accents.
What it does:
"Une signature olfactive qui transmet à l'homme qui le porte la volonté d'entreprendre, de conquérir un monde nouveau."
"An olfactory signature that imparts to the man who wears it the will to undertake, to conquer a new world."
The list of notes does not mention florals, but they appear on the composite image of the perfume's notes
Top notes: bergamot, nutmeg, Bourbon pepper
Heart notes: violet leaves, cedar, clary sage
Base notes: incense, cashmere wood, benzoin from Siam
The pattern on the bottle is inspired by Coptic textiles which were the source of inspiration for the Léonard 2008-2009 winter collection.
You can also read our review of Balahé by Léonard